‘Too Popular to Keep Stock’ — The Dubai-Jjonddeok Cookie (두쫀쿠) Craze Sparks Short-Term Hires
Creatrip Team
2 months ago
A chewy dessert called two-jjonddeok cookie (두쫀쿠, short for Dubai sticky cookie) has exploded on Korean social media, especially among Gen Z, driven by celebrity posts and viral trends. Made with kadayıf (a thin Turkish pastry), pistachio cream, cocoa powder and marshmallow, the labor-intensive, mostly hand-made treat sells for 5,000–10,000 KRW each and often sells out quickly, prompting bakeries to hire short-term workers. Search and delivery orders jumped dramatically (searches up 25x over two months; some delivery orders up 321% month-on-month). Rising demand and supply constraints — notably pistachio prices doubling amid currency effects and limited imports — are pushing prices up and causing shortages (some stores limit purchases). Retailers warn that while the trend could fizzle like previous viral treats, costs and scarcity may keep prices high for now.
